Cultural Differences of Advertise Language between China and Western Countries英语毕业论文.doc

1、Cultural Differences of Advertise Language between China and Western CountriesAbstract: Nowadays, with the development of economy and social culture, advertising plays an important role in peoples life. Without advertising, economy will never develop and prosper rapidly. Advertising language is an i

2、mportant part of advertising. On the one hand, it is subjected to social culture. On the other hand, it also reflects social culture. This article aims to analyze Chinese and western culture through advertising language and show how cultural factors affect advertising so as to promote the cross-cult

3、ural communication between the Chinese and the westerners.Key words: advertising language; Chinese and western culture; differencesWith the development of economy and social culture, advertise has become to influence all the aspects of society, playing an essential role in peoples life. It is not on

4、ly a marketing instrument, but also a kind of cultural product. Therefore, advertise language, as the output of social culture, reflects and also restrained by social culture. Thus, through advertising language we can find out the differences between Chinese and western culture.I. Introduction Adver

5、tise is an information spreading tool, which plays an important role in product publicity. It aims at delivering information of the products and its service, establishing a better brand image and cooperate image, and stimulating their desire to purchase. It encourages people to buy the products yet

6、with great satisfaction visually and psychologically. II. Cultural differences in advertise language Advertise language embodies social culture and social culture in turn influences and restrain the expression of advertise language. The values, culture, custom and aesthetics of a nation will certain

7、ly exert influences on advertise language, reflecting their cultural characteristics and differences. 2.1 Cultural differences in valueThe traditional family ethical spirit of China is of family standard, resulting in the value of group standard in Chinese culture. In the traditional Chinese culture

8、, the value of family and country are far above individuals, individuals cannot exist independently but rely on group values. Therefore, many Chinese advertise language is collectivism oriented, emphasizing on developing collectivism spirits. For example:(1) Chinese peoples life, Chinese peoples Mei

9、 Ling. (Mei Ling refrigerator)(2) If all regard it good, it is truly the best. (Shampoo)These two advertises reflect the collectivism spirit of the Chinese and their conformity. However, the western culture emphases on individual value, pursuing freedom and happiness. In the western world, individua

10、l value is higher than collectivism value. Only when individual is satisfied can the whole group develops. Therefore, western advertise is more centered on individual and freedom, fully reflecting individual value.(3) Obey your thirst. (Drink)(4) Take time to indulge. (Ice cream)These two advertises

11、 fully reflect the individuality of the western countryto bring personal spirit of pleasure, paying no attention to others opinion. They respect personal choice and maintain it is the best.2.2 Cultural differences in cultural psychologyThere is a phenomenon of authority worship In Chinese traditiona

12、l culture. Thus, with the help of the evaluation of authorities, the product gets promoted. For example, “Sick with dysentery, you will be fine after taking Xie Liting.” Its a medicine curing dysentery advertised by the famous artist Zhao Benshan. “The Xiang Piaopiao Milk Tea has been sold for seven

13、 years to maintain the country first”, which is an advertisement of milk tea. However, the westerners focus on practicability of a product. Therefore, their advertisement emphasizes more on products utility, their selling point.(5) At 60 miles an hour the loudest noise in this new Rolls-Royce comes

14、from the electric clock. (Rolls-Royce car)This car advertisement mainly introduces its comfort degree and its practicability.2.3 Cultural differences in customThe Chinese are happy to see a sweet scene that all family members sitting together with the old are being healthy and the young being filial

15、. Thus, a lot of Chinese advertisements are themed with lovely family, creating an atmosphere of happiness and peace. For example,(6) Resistance enhanced, you will be healthy. (Medicine)When the happy family with grandpa and grandson showing up in the picture, saying the advertisement words, others

16、are resonated with them and will buy the products. But the westerners focus on individuality and thus their advertisements are more focused on uniqueness of a product. They tend to present a simple life if individual rather than a lively happy family. For example:(7) I couldnt believe it, until I tr

17、ied it! Im impressed! Im really impressed! Youve got try it! I love it! (Microwave oven)Its the individuals feeling right after he try the microwave oven, which impressed other customers.2.4 Cultural differences in aesthetics Its human nature to want to be more beautiful no matter in ancient times o

18、r now. With the development of social material civilization and spiritual civilization, people will have a stronger sense of beauty. As they are educated by different culture background, people in China and western countries have different aesthetic standards. Chinese believe the saying that a white

19、 covers a hundred ugly, so they regard white skin as the standard of a beauty. Therefore, Chinese skin care products highlight the whitening effect, but the westerners are pursuing brown healthy skin. Instead, they regard white as being in poor health.(8) Never afraid of the sunburn, using the white

20、ning sunscreen and segregation frost. (Sun blocking product)(9) Though Bergasol stop you burning, it wont, like some suntan lotions, stop you browning.(Browning suntan oil)These two advertisements clearly present the aesthetic difference between China and western countries.III. ConclusionNowadays, a

21、dvertisement has played an essential role in all aspects of peoples life. Advertise language is especially important in the effect of an advertisement. The charm of an advertisement depends on its advertise language, which stimulates customers resonance in purchasing the products through lively desc

22、ription of product function and the product service promised by the sellers. People will be greatly impressed by a good advertisement and thus they will pay more attention to the products. Advertise language reflects the social culture, and social culture in turn influences the expression of adverti

23、se language. Therefore, only when we have a better understanding of the cultural differences between China and western countries can we perceive the subtle associations and differences between advertise languages of China and western countries. Such understanding will contribute to designing an adve

24、rtisement that both conforms to the expression of advertise language and adapts to certain national cultural characteristics. Whats more important is that it can build a platform for better cultural exchange between China and western countries, further to improving economy exchange.References:1陈培爱.

25、广告攻心术M. 厦门：厦门大学出版社，1993: 51.2韩光军. 现代广告学M. 北京：北京经济学院出版社，1996: 1.3李克. 广告设计的艺术构思与表现M. 山东：山东美术出版社，2005: 11.4李军，朱新. 中西文化比较M. 北京：中国人民大学出版社，2009: 3.5牛小娟. 广告语中的中西文化差异J. 江西广播电视大学学报2004(3):61.6NEWMARK, P.A text book of translation, Hertfordshire: Prentice Hall, 1988:p10.英语谚语警句100句精选Proverbs are the daughters

26、of daily experience.谚语是日常经验的结晶。1. Look before you leap./Second thoughts are best. 三思而后行。/再想而后行。2. Great minds think alike; (heroes have similar views.) 英雄所见略同。 3. We shall never have friends if we expect to find them without fault.欲求完美无缺的朋友必然成为孤家寡人。4. What you sow, you must mow. 种瓜得瓜，种豆得豆。5. A begga

27、r can never be bankrupt.天无绝人之路。6.A friend in need is a friend indeed.患难见真情。7. No news is good news. 没有消息就是好消息。8. No cross, no crown. 不经历风雨,怎么见彩虹。9. The more haste, the less speed. /Haste makes waste.欲速则不达。10. Victory belongs to the most persevering. 坚持就是胜利！11. A young idler, an old beggar. 少壮不努力，老大徒

28、伤悲。12. Put ones foot in ones mouth. 说话不得体。13. It is no use crying over spilt milk.覆水难收/悔恨已晚/木已成舟,回天乏力。14. Content is better than riches. 知足常乐。15. No gains without pains. 没有辛苦就没有收获。16. The more a man knows, the more he is inclined to be modest. 大智若愚。17. All roads lead to Rome .条条大路通罗马。18. A snow year

29、, a rich year. 瑞雪兆丰年。19. Never say die! 永不言败！20. The best mirror is a friends eye. 朋友的眼睛是最好的镜子。 21. Faith will move mountain. 精诚所至，金石为开。 22. A life without a friend is a life without a sun. 人生没有朋友，犹如生活没有了太阳。 23. Great wits have short memories.贵人多忘事。 24. Do well and have well. 善有善报。25. A bad thing ne

30、ver dies. 坏事传千年。26. Four eyes see more than two. 人多识广/集思广益。27. Diligence is the parent of success. 勤劳是成功的根本。28. Water dropping day by day wears the hardest rock away.滴水穿石。29. Hope for the best, but prepare for the worst. 抱最好的愿望，做最坏的打算。 30. While there is life, there is hope. /Debt is better than dea

31、th. 留得青山在，不怕没柴烧。/有生命就有希望。31. Where there is a will, there is a way. 功夫不负有心人。/有志者事竟成。32. Where there is great love, there are always miracles. 哪里有真爱存在，哪里就有奇迹。33. Where there is smoke, there is fire. 无风不起浪。34. One boy is a boy, two boys half a boy, three boys no boy.一个和尚挑水喝，两个和尚抬水喝，三个和尚没水喝。35. A stitc

32、h in time saves nine. 及时缝一针能省九针。/小洞不补，大洞吃苦。36. Never too old to learn, never too late to turn. 亡羊补牢，为时不晚。37. Dont claim to know what you dont know. 不要不懂装懂。38. Do in Rome as Roman do. 入乡随俗。39. Rome was not built in a day. 冰冻三尺，非一日之寒。40. Sharpening your axe will not delay your job of cutting wood. 磨刀不

33、误砍柴工。 41. Things of a kind come together, people a mind fall into a group. 物以类聚,人以群分。 42. One mans meat is another mans poison. 萝卜白菜,各有所爱。43. like author like book.文如其人。46. Like for like. 惺惺相惜。47. Like teacher like pupil. 有其师必有其徒。48. Gods that run many hares kill none.贪多必失。49. Practice makes perfect

34、. 熟能生巧。50. Actions speak louder than words. 行胜于言。51. You cannot eat your cake and have it. 鱼与熊掌，不可兼得。52. One loses by pride and gains by modesty. 满招损,谦受益。53. Love me, love my dog. 爱屋及乌。54. An apple a day keeps the doctor away. 每日一苹果远离医生。55. Time past cannot be called back again. 时光不倒流。56. A drop of

35、water cannot make a sea, and a tree cannot make a wood. 滴水不成海，独木不成林。57. If you venture nothing, you will have nothing. 不入虎穴,焉得虎子。58.The tree is known by its fruit. 观其行知其人。59. All work no play makes Jack a dull boy. 只会用功不玩耍,聪明的孩子也变傻。60. The pot calls the kettle black. 五十步笑百步。61. Unkindness often reac

36、ts on the unkind person. 恶有恶报。62. Todays work should never be left over till tomorrow. 今日事今日毕。63. Nothing so bad but might have been worse. 塞翁失马,焉知非福。 64. God helps those who help themselves. 自助者天助。65. Complacency is the enemy of study. 学习的敌人是自己的满足。66. A fox may grow gray, but never good.江山易改，本性难移。6

37、7. A friend without faults will never be found. 没有十全十美的朋友。68. A good beginning is half done. 良好的开端是成功的一半。69. A good book is the best of friends, the same today and forever. 一本好书，相伴一生。70. A good medicine tastes bitter. 良药苦口。71. A leopard cannot change its spots.积习难改。72. A little knowledge is a dangerous thing. 一知半解，自欺欺人。73.